BERKADIA may seem an unfamiliar name, but they’re actually the 2^nd largest commercial real estate firm in the country, owned by Warren Buffett. Thousands of properties, thousands of employees. All highly savvy and a bit too under the radar for who they really were. So, they appeared at our doors with a problem—the category is so cut-throat, viewed as such a “commodity” that it seemed no one even cared about anything other than price per square foot. Or, so we were led to believe—until we found out that that Berkadia does have many points of differentiation—ones that can make our break a good deal to savvy investors and their portfolios. Answer: turn the so-called commodity category truth on its head by taking it on, head on. With a blunt campaign right for the sharks and doubters in the commercial real estate world who play hard-ball for a living.